— DIGITAL MARKETING FOR REAL ESTATE

Here’s your digital marketing playbook for the real estate industry in 2021

It is true that people will make a final decision after seeing the property in person. But investors, buyers and even sellers are likely to conduct thorough research online before stepping through the doors and viewing the properties. That said, it is ideal that you, as a realtor, broker and agency have a strong online presence and active digital marketing activities to attract customers, boost your brand exposure and increase your revenue.

We’ve built a digital marketing strategy playbook for the real estate industry to give you the tools and techniques to grow your brand.

Download your PDF Real Estate Playbook
— DIGITAL MARKETING PLAYBOOK FOR THE REAL ESTATE INDUSTRY 

The Playbook

So, you’re ready to step up your real estate marketing in 2021. But before you do, it’s important to ensure you have the right mix of components baked into your 2021 plan. Below, you’ll find our playbook which includes links to definitions, popular tools and detailed examples.

Once you’ve browsed through the playbook, please take our full digital marketing assessment to calculate your score, and measure how well you’re positioned for success, or where you may need to make some improvements. In exchange for taking the assessment, we’ll email you a PDF copy of the playbook for you and your team to use. 
Go right to check your score

01

Brand Identity + Creative

Memorable, captivating and cohesive branding in the real estate industry is necessary in such a transactional industry where it seems like there’s a real estate firm on every corner and 10 agents in your newsfeed every 5 minutes. To do this effectively, your digital footprint must emulate the  experience and quality of the services you and your firm provide as if someone were walking throught he doors of your firm.  Of course there’s no experience quite like having a client see the property in person, or shake your hand with satisfaction after a successful sale of their property.
Here are the 5 things you must consider when it comes to branding and customer experience.
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Brand Design

Full Identity Development

Brand Naming

Customer Journey Design

Brand Strategy

02

Web Design + Development

Real estate web design not only has to be beautiful, but it also needs to be functional and effective. Many factors play into the design of a website including how easily you can you showcase a wide array of inventory, how quickly a customer can book a tour or express interest in a property online, how much education and engaging content you can publish to continuously educate your potential customers about the ins and outs of the real estate world and how easily your site renders on mobile devices (where a majority of searches happen). Color, easy to read content, and the ability to capture online leads are just a few crucial items that cannot be overlooked when focusing on real estate web design.
12  important considerations for your real estate website design + development
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Website Development

Lead Generation/Lead Capture

Landing Pages

ADA Accessibility Compliance

Virtual Tour/Experiences

Mobile App Development

CRM Integration

Martech Integration

Schema Markup Development

301 Redirect Mapping

Technical SEO

Performance Optimization

03

Digital Marketing 

Whether you’re an up and coming agent workign for a local real estate firm, or a large, multi-office, regionally recognized brand, digital marketing is absolutely essential to your growth, staying power and success. Reaching buyers sellers and renters, maxing out your visibility in local search engines, and connecting with potential new customers ( as well as existing ones) on various social channels are just a small sampling of tactics real estate firms should be considering to continuously develop and expand on their revenue and operations. Digital marketing is crucial, as it ensures ongoing engagement with customers in your immediate vicinity and beyond.
For real estate, here are 14 crucial components of a successful digital marketing operations. 
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Organic SEO

Social Media Management

Content Marketing

Email Marketing

Account Based Marketing

Paid Social

Blog Development

Demand Generation

Lead Generation

PPC / Display Ads

Integrated Marketing Stacks

Google Tag Manager

Retargeting

Channel Development

04

Strategy + Analytics

The ability to process every data point related to your real estate marketing efforts is and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your google my business page, all the way to the moment they submit a lead online because they’re interested in one of the poperties you’re marketing, through to when they’ve paid the deposit for their new home? POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
Layout a strategy and tracking operation in your marketing, designed to ensure you succeed. 
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Strategy Development

Analytics + Tracking

Customer Profiling

Competitive Research

Capabilities Assessment

ROI Tracking + Reporting

Webmaster Tools

Data Studios + Dashboards

— SO HOW’S IT GOING?

Check your digital marketing health for 2021

Based on the above playbook we invite you to check your health and see how well you’re positioned to succeed. In just a few clicks you’ll know just how well your company’s marketing is setup for the year ahead.

  • Hidden
  • Brand Identity + Creative

    Memorable, captivating and cohesive branding in the real estate industry is necessary in such a transactional industry where it seems like there’s a real estate firm on every corner and 10 agents in your newsfeed every 5 minutes. To do this effectively, your digital footprint must emulate the experience and quality of the services you and your firm provide as if someone were walking through he doors of your firm. Of course there’s no experience quite like having a client see the property in person, or shake your hand with satisfaction after a successful sale of their property.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Brand Design
  • Full Identity Development
  • Brand Naming
  • Customer Journey Design
  • Brand Strategy
  • Web Design + Development

    Real estate web design not only has to be beautiful, but it also needs to be functional and effective. Many factors play into the design of a website including how easily you can you showcase a wide array of inventory, how quickly a customer can book a tour or express interest in a property online, how much education and engaging content you can publish to continuously educate your potential customers about the ins and outs of the real estate world and how easily your site renders on mobile devices (where a majority of searches happen). Color, easy to read content, and the ability to capture online leads are just a few crucial items that cannot be overlooked when focusing on real estate web design.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Website Development
  • Lead Generation / Lead Capture
  • Landing Pages
  • ADA Accessibility Compliance
  • Virtual Tour / Experiences
  • Mobile App Development
  • CRM Integration
  • Martech Integration
  • Schema Markup Development
  • 301 Redirect Mapping
  • Technical SEO
  • Performance Optimization
  • Digital Marketing + Advertising

    Whether you’re an up and coming agent workign for a local real estate firm, or a large, multi-office, regionally recognized brand, digital marketing is absolutely essential to your growth, staying power and success. Reaching buyers sellers and renters, maxing out your visibility in local search engines, and connecting with potential new customers ( as well as existing ones) on various social channels are just a small sampling of tactics real estate firms should be considering to continuously develop and expand on their revenue and operations. Digital marketing is crucial, as it ensures ongoing engagement with customers in your immediate vicinity and beyond.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Organic SEO
  • Social Media Management
  • Content Marketing
  • Email Marketing
  • Account Based Marketing
  • Paid Social
  • Blog Development
  • Demand Generation
  • Lead Generation
  • PPC / Display Ads
  • Integrated Marketing Stacks
  • Google Tag Manager
  • Retargeting
  • Channel Development
  • Strategy + Analytics

    The ability to process every data point related to your real estate marketing efforts is and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your google my business page, all the way to the moment they submit a lead online because they’re interested in one of the poperties you’re marketing, through to when they’ve paid the deposit for their new home? POS integration, CRM integration and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Strategy Development
  • Analytics + Tracking
  • Customer Profiling
  • Competitive Research
  • Competitive Research
  • ROI Tracking + Reporting
  • Webmaster Tools
  • Data Studios + Dashboards
  • Hidden
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